THE ENEFITS OF UNDERWRITING ON PULI R!DIO VS; !DVERTISING ON OMMERI!L R!DIO Joe’s Bike Shop
THIS IS YOUR !D ON OMMERI!L R!DIO
LOST in the clutter of the multi-spot break! When will it air in the commercial block? Fourth? Last? Many local radio stations run 6;;;8;;;as many as 10 commercials in a single break; !nd you know what happens then;;;
STATION CHANGE!
!ccording to a recent industry survey*, 79% of the listening audience changes their radio station when a commercial stopset comes on; TH!T’S NE!RLY 8 OUT OF 10!
*Pandora/!dded Value survey, 2012 So what’s the difference between !DVERTISING and UNDERWRITING?
!DVERTISING can and often does say ͓χ̘ϫΫήχΡΩ
UNDERWRITING must conform to laws regarding its content; Underwriting spots cannot: Make quantifying statements (“The EST in the business,” “Nobody beats our prices,” etc;) Make specific offers (“Save 25% this week,” “Shop at our March Madness Sale,” etc;) Give a call to action (“Hurry in today,“ “ontact us by email at bobsbikes@gmail;com,” ” all 873-3555 right now,” etc;)
!DVERTISERS are often perceived by the listener as a nuisance;;;an intrusion on their entertainment;
UNDERWRITERS on the other hand are often held in higher regard by the public radio listener; UNDERWRITERS are seen as more trustworthy and credible by the station’s membership, sharing their values; UNDERWRITERS are thought of more as supporters than just another business trying to make a sale; MOST OF !LL, WHEN YOU UNDERWRITE on
You can EDU!TE your prospective customer; HOW? y discussing subjects that may be of interest to the listener that your business deals with; Such as: Doctors: Health Tips !ttorneys: Legal !dvice Financial onsultant: Money Minute Insurance: Hurricane Preparedness Tips Now you’ve actually helped the listener with expert advice;;;advice that they will now associate with YOUR business; overage Map for G90;7FM/HD
PUBLIC RADIO AUDIENCE PROFILE
Public radio attracts an audience notably distinguished by its educational excellence and professional success; Listeners are choice consumers, savvy business leaders, and influentials who are active in their communities; Demographics Lifestyles* 55% Men 93% Public activities 45% Women 71% Vote 23% Fund raising 52% Aged 25 to 54 23% Aged 18 to 34 25% Consider self conservative or 36% Aged 35 to 54 very conservative 33% Liberal or very liberal 62% College degree or beyond 19% Middle of the road 31% Post graduate degree 45% Theatre/concert/dance attendance 75% HHI $50,000+ 58% Dine out 57% HHI $75,000+ 50% Read books Median HHI: $86,820 33% Went to zoo or museum
59% Married 53% Regular fitness program 25% Never married 37% Walk for exercise 19% Swim 69% Employed 52% View job as a "career" 46% Own any financial securities 27% Professional occupation 17% Own stock or bond mutual funds 23% Involved in business 13% Own common or preferred stocks purchases of $1,000 or more 9% Top management 63% Household owns smartphone 43% Own tablet or e-reader
68% Domestic travel in past 12 months 39% Foreign travel over past three years
ΫE!DίΨ Μ̑ͯϝ Ϋ͓π Ϗ55%Ϳ ώ ΖΨΫ-Ψ πήϡϫͯχͯϝϡ ͓ϝͯ φͯχΩ !ίEΨ !ͫ̆πϫϡ 18+ ̒Ϋώ πήϡϫͯχ ϫώ ͓ Ϛ̆͠πή͡ ϝ͓ͫήώ ϡϫ͓ϰώχΩ ίΜιΫEΨ G ΕΫ Dώ̆͠π͓ͯ͠ϡͯ 2014 * Ϛ͓ϡϫ ̘͓ͯϝ ͓͡ϰ̑ήϰͯϡ Make a world of difference – support NPR NPR News Listeners are News programming on G90;7 FM/HD; Your est ustomers!
Due in part to support from both local and national underwriters, NPR News has NPR News listeners strive to get the most grown exponentially in the last decade, nearly doubling its staff and adding offices and out of life; ompared with the U;S; popula- bureaus around the world; tion as a whole, NPR News listeners are:
Now, NPR has correspondents based in 17 foreign bureaus and 17 domestic bureaus – 188% more likely to call or write a politician up from just six bureaus in 1990; This incredible expansion comes at a time when oth- er news media are cutting back just to remain profitable; 140% more likely to hold a top management position G90;7FM/HD is the only radio station in ay ounty with a full time News Director, who brings listeners news on both the local and state level; 137% more likely to make business purchases of $1,000 or more Your support of G90;7FM/HD helps Panama ity listeners stay in touch with their world, and that makes a difference in your local community; 107% more likely to have a household income of $150,000 or more The devoted and loyal public radio audience is comprised of people who value and 97% more likely to be active in local expect quality in their lives; In fact, 68% surveyed say that their opinion of a company civic clubs is more positive when they learn that it sponsors public radio; Three in five prefer to buy products from companies that support public radio;* 90% more likely to have an IR! account
Make a difference! Support G90;7 FM/HD with your marketing dollars; ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013
Your customers will thank you in return; ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ
*ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013
Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu
opyright © 2014 National Public Radio, Inc;
Stand out from the crowd with G90;7FM/HD and NPR News Listeners are NPR’s Morning Edition; your best customers!
Scan your radio dial during morning drive time and listen for programming that stands NPR News Listeners strive to get the most out from the rest; You’ll find it on public radio; out of life; ompared with the U;S; popula- tion as a whole, NPR News Listeners are: Mixing humor and hard news, analysis and arts for more than three decades, ΕώϝχήχΡ 129% more likely to serve as an officer Eͫήϰώχ draws more public radio listeners than any other program; Hosts Renee Monta- for some club or organization gne, Steve Inskeep and David Greene deftly deliver the world of perspectives that radio listeners crave to jump-start their day; 145% more likely to write an article for a newspaper NPR (news junkies( patronize the businesses that help to provide the programming or magazine they value; In fact, 68% surveyed say that their opinion of a company is more positive when they learn that it sponsors public radio; Three in five prefer to buy products from 124% more likely to visit museums companies that support public radio;* 107% more likely to earn an annual In public radio's uncluttered atmosphere, listeners LISTEN; household income of $150,000 or more
!nd they hear your message of support; 95% more likely to be involved in a charitable organization Demographics for Morning Edition** ollege Educated: 73% 90% more likely to have an IR! account Household Income of $75K or more: 54% ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Gender: Women - 46%, Men - 54% ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ
*ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013 **ίώ̆ϝͯ͡Ψ !ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+
Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu
opyright © 2014 National Public Radio, Inc; The workday's end means the beginning of great sales for you, when you support !ll Things Consid- NPR News Listeners are ered on G90;7FM/HD; your best customers! NPR News Listeners strive to get the most Radio listeners across the nation regard !ππ εΫήχΡϡ ώχϡήͫͯϝͯͫ as their afternoon drive time out of life; ompared with the U;S; popula- companion; !s they leave work and head for home, they tune to G90;7FM/HD for the lat- tion as a whole, NPR News listeners are: est news and information; Hosts Melissa lock, !udie ornish and Robert Siegel are joined 129% more likely to serve as an officer by an array of NPR commentators, who offer some of the nation's best news analysis; for some club or organization
G90;7FM/HD listeners feel our sponsors are special; In fact, 68% surveyed say that their 145% more likely to write an article for opinion of a company is more positive when they learn that it sponsors public radio; Three a newspaper or magazine in five prefer to buy products from companies that support public radio;* 124% more likely to visit museums y supporting !ππ εΫήχΡϡ ώχϡήͫͯϝͯͫ on G90;7FM/HD, you show that you're committed to 107% more likely to earn an annual quality radio programming - you operate a business in search of excellence; household income of $150,000 or more
G90;7FM/HD doesn’t drive traffic – we drive long-term relationships; When you market 95% more likely to be involved in a your product on G90;7FM/HD, your customers come back again and again; charitable organization 90% more likely to have an IR! account Demographics for !ll Things Considered** ollege Educated: 73% ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Household Income of $75K or more: 55% ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ Gender: Women - 45%, Men - 55%
*ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫ ϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013 **ίώ̆ϝͯ͡Ψ !ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+
Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu
opyright © 2014 National Public Radio, Inc;
Jump-start your weekend with G90;7FM/HD and NPR’s Weekend Edition; NPR News Listeners are your best customers! From retail stores to consumer goods to service industries, people make their biggest buying decisions during the weekend; Make sure your message reaches them at this NPR News Listeners strive to get the most out of life; ompared with the U;S; popula- crucial time; tion as a whole, NPR News Listeners are: NPR’s Scott Simon hosts υͯͯνͯχͫ Eͫήϰώχ ί͓ϫ̆ϝ͓̘ͫ and wraps up the week’s news with 129% more likely to serve as an officer for a fresh point of view, profiling notable personalities, and interviewing everyday people some club or organization
On υͯͯνͯχͫ Eͫήϰώχ ί̆χ͓̘ͫΦ host Rachel Martin blends news and information with arts 145% more likely to write and cultural features, Ζͯ̒ ϋώϝν εήφͯϡ puzzle master Will Shortz offers a weekly brain an article for a newspaper teaser, and newspaper columnists across the country add insight; or magazine
Radio is immediate; Listeners will hear your message on υͯͯνͯχͫ Eͫήϰώχ moments be- 124% more likely to visit museums fore running weekend errands and making big purchases; 107% more likely to earn an annual So go public every weekend! You’ll be pleased with the response; household income of $150,000 or more
Demographics for Weekend Edition* 95% more likely to be involved in a chari- table organization ollege Educated: 72% Household Income of $75K or more: 49% 90% more likely to have an IR! account Gender: Women - 49%, Men - 51% Source: GfK MRI, Doublebase 2013
͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ *ίώ̆ϝͯ͡Ψ !ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+
Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu
opyright © 2014 National Public Radio, Inc; Music to your ears - Take it From the Top on
G90;7FM/HD; NPR Classical Listeners are your best customers. Fϝώφ ϫΫͯ εώϚ celebrates the passion, dedication and personal stories of the nation’s best pre- college classical musicians through national broadcasts, live events, and education and outreach NPR lassical listeners strive to get the programs; most out of life; ompared with the U;S; population as a whole, NPR News listen- Hosted by acclaimed concert pianist hristopher O'Riley, the show features individual perfor- ers are: mances and lively interviews, and is one of the most popular weekly music series on public ra- 443% more likely to attend classical/ dio; opera performances Fϝώφ ϫΫͯ εώϚ has been described by the ώϡϫώχ Gπώͯ͠ as “entertaining, accessible and inspira- tional;” εΫͯ Ζͯ̒ ϋώϝν εήφͯϡ says: “Fϝώφ ϫΫͯ εώϚ gives young musicians the stage but lets them 348% more likely to purchase classical act their age; It’s serious music but classically kids;” !nd the Ώώϡ !χΡͯπͯϡ εήφͯϡ exclaims, “Tune music in to Fϝώφ ϫΫͯ εώϚ and give yourself a dose of music and hope;” 111% more likely to have an IR! 68% of listeners surveyed say that their opinion of a company is more positive when they learn account that it sponsors public radio; Three in five prefer to buy products from companies that support 77% more likely to belong to a civic public radio;* organization Take your marketing efforts higher -- make sure your message is heard weekly on Fϝώφ ϫΫͯ εώϚΩ 3% more likely to purchase a luxury Demographics for From the Top** car ollege Educated: 63% ίώ̆ϝͯ͡Ψ G ΕΫΦ Dώ̆͠π͓ͯ͠ϡͯ 2013 Household Income of $75K or more: 34% Gender: Women - 55%, Men - 45% ͓ϡͯΨ εώϫ͓π ιΩίΩ !ͫ̆πϫϡ
*ίώ̆ϝͯ͡Ψ ΖΨΫ Ώήϡϫͯχͯϝ Μφχή̆͠ϡ ί̆ϝ̘̑ͯΦ ΏήΡΫϫϡϚͯͯͫ Ϋͯϡ͓ͯϝ͡ΫΦ Ε͓ϝ͡Ϋ 2013
**!ε 1 ͓͠ϡͯͫ ώχ Ζήͯπϡͯχ !̆ͫήώ Ζ͓ϰώχ̒ήͫͯΦ F͓ππ 2013Φ Ψͯϝϡώχϡ 18+
Please ontact: Rachel Peeples, Marketing !ssociate for G90;7FM/HD at 850-872-3872 or rpeeples@gulfcoast;edu
opyright © 2014 National Public Radio, Inc; UNDERWRITING RATES
OPEN RATES: Drivetime $20 per spot Run of Schedule $15 per spot
DRIVETIME PROGRAMS: Morning Edition, Soul with CC, All Things Considered
RUN OF SCHEDULE: Programs include: Morning Jazz, Blues Before Midnight, Overnight Jazz, Weekend Edition, Ask Me Another, TED Radio Hour
FORMAT: An underwriting spot or mention on GC 90.7FM is usually about 30 seconds long. Your spot will be produced by the staff of GC 90.7FM at no extra cost.
GC 90.7FM Does not accept or air pre-recorded spots from outside sources without screening and approval.
UNDERWRITING COPY GUIDELINES
GC 90.7FM will work with you to create an announcement that suit your marketing needs and en- sures compliance with GC 90.7FM underwriting guidelines, as well as Federal Communications Commission (FCC) regulations that apply to all non-commercial radio stations.
The copy may not contain calls to action or solicitation of direct consumer response.
Price or value information is not allowed.
The physical location of a business (i.e. city, town, street etc.) and phone number or website information may be included. SHORT TERM SPONSORSHIP PACKAGES
Day Sponsorship – For a business or individual sponsorship. Guaranteed ten spots for the day with your message. Spots will run throughout the schedule in- cluding top programs such as Morning Edition, Soul with CC, & All Things Considered. (Available with pledges of $180 or more)
Weekly Sponsorship - Sponsorship for the week includes guaranteed a total of 21 spots for the week, including Saturday and Sunday with your message. Spots will run in top programs such as Morning Edition, Soul with CC, & All Things Considered. (Available with pledges of $300 or more)
LONG TERM SPONSORSHIP PACKAGES
White Package - $500 Monthly / $1500 Quarterly
Package includes:
:30 spot that airs for a total of 16 times a week – 64 spots per month and 192 spots per quar- ter.
Spots will run in the following programs: o 3 spots per week during Morning Edition – weekdays 5 am – 9 am
o 3 spots per week during Morning Jazz – weekdays 9 am – 12 noon
o 3 spots per week during Soul with CC – weekdays 12 noon – 3 pm
o 3 spots per week during All Things Considered – weekdays 3 pm – 5 pm
o 3 spots per week during Blues Before Midnight – weekdays 7 pm – 10 pm
o 2 spots per weekend. Blue Package - $750 Monthly / $2250 Quarterly
Package includes:
:30 spot that airs for a total of 32 times a week – 128 spots per month and 384 spots per quarter.
Spots will run in the following programs: o 5 spots per week during Morning Edition – weekdays 5 am – 9 am
o 5 spots per week during Morning Jazz – weekdays 9 am – 12 noon
o 5 spots per week during Soul with CC – weekdays 12 noon – 3 pm
o 5 spots per week during All Things Considered – weekdays 3 pm – 5 pm
o 5 spots per week during Blues Before Midnight – weekdays 7 pm – 10 pm
o 4 spots per weekend. Extra Value: 10 second sponsorship of local news (morning and afternoon) 3x’s per week.
Gold Package - $1000 Monthly / $3000 Quarterly
Package includes:
:30 spot that airs for a total of 51 times a week – 204 spots per month and 612 spots per quarter.
Spots will run in the following programs: o 8 spots per week during Morning Edition – weekdays 5 am – 9 am
o 8 spots per week during Morning Jazz – weekdays 9 am – 12 noon
o 8 spots per week during Soul with CC – weekdays 12 noon – 3 pm
o 8 spots per week during All Things Considered – weekdays 3 pm – 5 pm
o 8 spots per week during Blues Before Midnight – weekdays 7 pm – 10 pm
o 6 spots per weekend. Extra Value: 10 second sponsorship of local news (morning and afternoon) 5x’s per week.